The Retail Business and Technology Expo (RBTE) is an annual conference held at Olympia, London in early May. We’ve been attendees of RBTE for many years now as it’s a great event that highlights both e-commerce and retail in an omnichannel capacity focusing on the trends and futures of both industries, and features many of our partners and services we currently use, and many that hold potential for our clients.
This year we attended the second day of the conference to catch up with some of our friends from Sagepay, EbizmartsPOS, Amazon Pay, Adyen, check out new technologies like Checkout.com and attend some of the talks that were being presented.
We thought we would highlight two talks that we attended that concern the future of payments within e-commerce and retail. Our notes share some of the most interesting points during the talks and these can be taken away to reflect and improve your payment experience.
The first was a digital payments channel panel discussion looking at the progression of digital payments and how to get the best out of the new technologies available. Our second talk was an incredibly interesting look into the world of ‘Chinese Super Apps’, namely AliPay and WechatPay, which have completely transformed the payments market in Asian and are now branching out to become a game-changing force in Europe.
- There is more choice than ever for retailers and consumers on how they want to make and receive payments.
- Payment by bank account is looking to be come more popular than card payments and is on track to become 2nd most popular globally by 2021.
- The age group of 20-30 year olds will be the ones who are driving the payment trends.
- Using payments as a consumer insight is critical for retailers. This includes using specific marketing campaigns and incentives based on the payment methods used which is something we have seen to great effect by our client Grenson and our partner Amazon Pay in collaboration.
- E-commerce is not growing at the moment but mobile and apps are. The ‘mobile-first’ approach is becoming ever more prominent.
- As you a retailer, you need to be agile with payments and A/B test for the best consumer solutions.
- Raw data is incredibly important within payments and you should always be questioning ‘decline codes’.
- More data is always needed by retailers, but this can worry your consumers with the amount of data being passed on.
- It is absolutely critical that your website has a responsive design.
- Rewards and loyalty are a key trend. The new age of shoppers are not like the older age with outright brand loyalty. You need to incentivise and reward your consumers for their loyalty.
- You can use white label companies, like YoYo Wallet, to deliver unique loyalty experiences for your consumers.
- In 2017, mobile was used by consumers more than any other channel.
- Tokenisation and one click checkout/payment is the future. Consumers want a frictionless experience and don’t want to have to get their card out to make an online purchase. However, consumers shouldn’t be afraid of presenting some friction in this case to check for fraudulent activity. The ideal scenario is just enough friction so that the consumer is in the knowledge that everything is safe and secure - good friction - and they should not be left in the dark if something has gone wrong.
Chinese Super Apps have Reached Europe - How the Consumer Shopping Experience has been Redefined with Vanda Kospic (Wirecard ID)
- Munich Aiport is one of the largest airports in Germany and can be seen more an international department store due to the huge number of shopping experiences and luxury brands.
- Munich Airport implemented AliPay and WechatPay into their POS systems. AliPay can already be used on our POS integration partner EbizmartsPOS.
- The Asian market’s main focus is purchasing luxury goods while on holiday or travelling.
- AliPay and WeChat are unique in that they have all popular functionality in one lifestyle ‘super’ app. This includes a social network, shopping networks, a payment wallet etc…
- AliPay has 520 million users every day while WeChat has 902 million. To compare this, Paypal only has 230 million uses a day.
- AliPay is a payments company who are branching out in to the social media sphere, and WeChat are the opposite.
- Both are huge marketing platform to the sheer amount of consumer data they have, and become a closed circle of payment and marketing in one place.
- Mobile payments have risen to 35% of all of total payments while desktop is only sitting at 7%.
- Munich Airport’s offering was so successful that every 9th consumer was using WechatPay as their payment option.
- Payments are completed on both apps by simply generating and using a QR code.
RBTE is a fantastic event to attend if you want to uncover the latest trends and push your e-commerce payments to the next level. See you next year!